The Effect of Brand Extension Strategy on Brand Image to Customers
نویسندگان
چکیده
منابع مشابه
The Effect of Brand Extension Strategy on Its Image: The Case of Majid Brand
This descriptive-correlational study examined the effect of brand extension on current image in the scope of Tabriz Majid products in the city of Tabriz. The study population comprised consumers of Majid products and fans of Tractorsazi, and the sample size was 380 persons. A simple random sampling method and an infinite population formula were used as well as a five-option Likert questionnaire...
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As new products are generally difficult to be accepted by consumers, and the cost of initial market introduction is high, enterprises often choose to do market extension of an existing brand. Simultaneously, a successful brand extension can enhance the reputation of the original brand, and expand the brand value. But how can enterprise take a good brand extension? Through establishment of a dyn...
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15 صفحه اولBrand Extension: A Strategy for Competitive Advantage
The success of a product depends upon its positioning which in turn is related to its brand name. A brand name may be defined as, a name, term, sign, symbol, or design, or a combination of these, that identifies the manufacturer or seller of a product or service (Kotler and Armstrong, 2002). Zikmund and d’Amico (1984) defined brand as any name, term, symbol sign, design, or unifying combination...
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ژورنال
عنوان ژورنال: British Journal of Economics, Management & Trade
سال: 2017
ISSN: 2278-098X
DOI: 10.9734/bjemt/2017/32736